The Services Marketing Mode And The Research On Its Application In Real Estate Intermediary Services Marketing Mode

At present, our real estate industry has entered a new round of development. By reason of the enforcement of housing reform policy, the housing demands of various kinds and the drop in taxes, the real estate subsidiary market appears brisker than ever. The competition between second-hand housing intermediary service enterprises has become increasingly intense.In order to improve the management of real estate intermediary services and to increase their market share, first, we should innovate in the management mode, particularly in the marketing mode. Because the present corporate VMS mode, the contractual VMS mode and the imitation-study VMS mode all have some problems in cost-control, human resource management, employee-training and service quality, this paper, on the basic of the theory of services marketing and considering the present conditions of intermediary service enterprises, discusses the relationships between the employee-training, team structure, management mode and marketing mode. It presents the concepts of management mode and marketing mode of second-hand housing intermediary services, on which marketing system mode is established. Also, it provides relevant methods for further investigation.The main work that the author of this paper has done is: through the examination of some real estate intermediary service enterprises and according to the theory of services marketing, putting forward the services marketing system mode, and in the light of 'Fu Fang Zhi Huan' company's characteristics, carryingout some research into such related aspects as transference of the stock ownership, internal work process, employee training, market development and customer management. The author's views have been tested in some practice with satisfactory results.This paper, on the basis of positivist research, forms a systematic management and marketing mode, which would help to guide second-hand housing intermediary service enterprises when they want to achieve effective operation.